Case Study: DirectAsia achieves increased quote-page access and customer confidence with AB Tasty's EmotionsAI

DirectAsia Simplifies Insurance Experiences with Empathy

DirectAsia, a leading insurer in Singapore, faced the challenge of simplifying inherently complex insurance journeys and building buyer confidence as consumer expectations shifted. To address this, DirectAsia partnered with AB Tasty and deployed AB Tasty’s EmotionsAI to better understand emotional drivers and personalize the web experience.

AB Tasty used EmotionsAI to identify a “Safety” emotional segment on DirectAsia’s car quote page and ran targeted experiments that added reassurance banners; the personalized variations drove measurable lifts in access to the quote page of +10.9% and +14.8%. Beyond those gains, AB Tasty’s solution delivered deeper audience insights (Change, Competition, Attention) and allowed DirectAsia to scale experimentation and personalization across its roadmap.

DirectAsia

Oliver Mallich

Head of Marketing and Partnerships